THE INFLUENCE OF LIVE-STREAMING MARKETING ON CONSUMERS’ PURCHASE INTENTION FOR PRE-PREPARED DISHES

At the beginning of 2020, the emergence of the COVID-19 pandemic, along with various socio-economic factors, catalyzed a notable increase in interest and significant growth opportunities for pre-prepared meal options. The widespread implementation of remote work policies has influenced people’s food purchasing preferences. Motivated by technological advancements and a growing demand for time efficiency and convenience, consumers increasingly preferred convenient and easy-to-prepare semi-finished pre-prepared dishes. Nevertheless, consumers have demonstrated heightened concern regarding food safety and quality. However, current studies are deficient in quantitative research addressing the factors influencing consumers’ purchase intentions for pre-prepared dishes. Consequently, based on the SOR (Stimulus-Organism-Response) theory, this study suggested that factors including social presence, food safety, visibility, interactivity, and the influence of opinion leaders positively affect consumers’ intentions to purchase pre-prepared dishes in a live-streaming environment. Moreover, consumer trust acts as a mediating variable in the relationship between these five influencing factors and consumers’ purchase intentions. Through the distribution of questionnaires and subsequent data analysis, the finding indicated that social presence, food safety, visibility, interactivity, and the influence of opinion leaders have a positive impact on consumers. These factors considerably strengthened consumer trust in the live-streaming marketing context, ultimately leading to an increase in consumers’ purchase intentions for pre-prepared dishes.